FIJI’S first luxury perfume house, “Perfume Fiji” was launched to transform Fiji from a supplier of raw natural resources into a creator of high-value luxury products capable of competing on the international stage.
This marked a bold step into the global fragrance industry with a market valued at over $US60billion (approx. $F130.98b) and traditionally dominated by European brands.
Perfume Fiji was founded by Rupeni Rokoratu after more than a decade of research and development, aimed to position Fiji within the international luxury fragrance sector by combining modern perfumery with a unique Pacific identity and rare natural ingredients.
While speaking during the launch at the Fiji Museum in Suva last month, Mr Rokoratu said the project is about far more than perfume.
“Perfume Fiji is about proving that Fiji can create world-class luxury products with global appeal. We want to build a brand that represents innovation, creativity, and Pacific excellence on the international stage.”
He said one of the key differentiators behind Perfume Fiji is the use of ambergris, one of the rarest and most historically valued ingredients in perfumery.
“For centuries, ambergris was used by some of the world’s most prestigious perfume houses due to its unique ability to enhance longevity, projection and scent depth.”
However, many major modern brands have moved away from using natural ambergris due to sourcing limitations and high costs.
He said Perfume Fiji is reintroducing this rare ingredient into modern luxury perfumery, creating fragrances designed to evolve and mature beautifully over time.
“Much like fine wine, fragrances containing ambergris continue developing richness, smoothness and complexity as they age in the bottle, giving the scent deeper character and longer-lasting performance,”he said.
This unique approach positions Perfume Fiji differently from many mainstream commercial fragrances currently dominating the global market.
The launch featured Perfume Fiji’s signature fragrance collection including Kulalei, Isalara, Luxe for him, Lustre of her, and Kinoi, with each fragrance carefully developed to reflect elegance, sophistication and the essence of the Pacific.
Following the successful launch, Perfume Fiji plans to continue strengthening its retail presence locally while advancing preparations for export and international regulatory compliance.
Perfume Fiji has also partnered with Tappoos as its official retail partner. The collection will be available in limited quantities across five selected Tappoos stores Fiji wide, reinforcing the brand’s focus on exclusivity and a curated luxury experience.
